Thanks for your reply. After my last post, I did begin to wonder about the medal ribbon and thought he probably wouldn't have been wearing it if he'd died in 1916, so I'd already poured cold water on my own find.
I think it was the hairstyle and what looks like a lanyard on the newspaper photo that made me think it was the same man, plus Norman Clayton had a connection to my family.
It's possible it was a younger brother, who survived the war, but I don't think I'll be able to prove it.
Many thanks
Sandra